The Drivers of Customer Behavioral Intention in Live Streaming Commerce: The Role of Live Streamer

Abstract

Live streaming commerce combines live video streaming with real-time consumer engagement and is reshaping traditional retail paradigms. This study investigates the impact of livestream marketing on customer behavioral intentions, focusing on the role of streamer attractiveness and social interaction. By employing the Stimulus-Organism-Response (SOR) framework, this research explores how these factors influence emotional arousal and perceived value and consumer intentions to watch, purchase, and recommend products showcased in livestreams. This study delved into the growing realm of livestream shopping, exploring how streamer attractiveness and social interaction influence consumer behavior. The research employed an online survey to analyze the impact of these elements on emotional arousal, perceived value, and various behavioral intentions related to watching, purchasing, and recommending products showcased in livestreams. The results underscored the significance of streamer attractiveness and social interaction in driving consumer engagement. Streamer attractiveness positively affected emotional arousal and perceived value, while social interaction enhanced these factors. Moreover, emotional arousal and perceived value emerged as crucial determinants of consumer intentions to watch, purchase, and recommend products featured in livestreams. These findings offer valuable insights for marketers seeking to optimize livestream marketing strategies. By enhancing streamer attractiveness and fostering social interaction, marketers can effectively stimulate consumer emotional arousal, reinforce perceived value, and drive favorable behavioral intentions. This study thus underscores the pivotal role of livestreaming as a dynamic and influential tool in contemporary marketing landscapes.